Kevin Ray Ward says listing agents win by leading sellers, not impressing them. Sellers want guidance on hiring, pricing, and strategy. Influence beats flashy presentations.
Chapters
sellers follow leadership. If you're going to master the game of listings, you must master the game of sellers. Not just how do I go and get a listing, it's how do I lead a seller to a decision. This is the magic that nobody teaches, nobody talks about, but it is the key to taking lots of listings consistently. See, most agents think that listing appointments is about marketing plans and about credentials and about your branding and about fancy presentations. That's not what sellers care about. Sellers want leadership. They want an expert who knows how to lead them through the process of putting their home on the market, getting it sold, and getting them on with their life. What they want is an agent who can lead them to the promised land of a successful sale. So your job is not to get the listing. Your job is to lead the seller to a great decision. A great decision to hire you, a great decision to list their home at the right price, and a great decision to do the right things that will end up getting them the best results. And you're the agent that can do that when you master this process. Seller doesn't need to be impressed, my friend. Leadership is influence. Leadership is not salesmanship. It's not fancy marketing or fancy talk. It's influencing them to choose the right strategy, to choose the right price, to choose the right agent, and to do the right stuff to allow you to do what you know how to do, which is get the property sold.
